Online Reputation – More Important Than Ever


“It takes many good deeds to build a good reputation, and only one bad one to lose it”

This often used quote, originally spoken by Benjamin Franklin, has never been as truer as it is now in the digital age.

Online reputation has never been as fragile as it is today. Brands walk a precarious tightrope in their daily digital interactions. And employees are often not aware of the consequences faced when using social media, in their work capacity and personal lives.  And higher up the food chain; employers regularly fail to leverage tactical opportunities such as local events and industry happenings, or even worse, fail to notice sometimes glaring, sometimes subtle warning signs before it’s too late.

But what is online reputation management, and how does it affect your business?

Online reputation management, or ORM for short, is just that: a structured and strategic approach to ensuring that the reputation of a brand is never endangered, and that any strong opportunities are capitalised on.

Increasingly we’ve seen how the online blunders of companies now appear in mainstream press. The broader public has realised that social media (and the wider digital world) isn’t complicated to the point that they cannot interact with brands.

As such, brands now not only face satisfying a niche group of users, but rather their entire consumer base which has moved into the online sphere.

Companies must now take ownership of their online reputation. True to the snowball effect, it only takes one mistake for a brand to experience irreparable damage.



Before you pull the plug on your digital presence, relax!

Managing an online reputation isn’t impossible. In fact, there are several free tools to help you get started.

Monitoring what’s being said about you is the foundation of ORM. You might already know of the concept that the Internet is a series of conversations, with social media often acting as hubs for these exchanges. Because these conversations usually take place in public spaces, they are open for anyone and everyone to see.

The vast majority of ORM tools use search engines as the backbone for monitoring; performing scores of searches in a heartbeat which would take a human hours, if not days. With access to all this real-time information, reputation managers can make on-the-fly decisions, especially during brand crises.

And from a proactive stance, ORM allows companies to capitalise on positive opportunities. For example, imagine a blogger wrote a glowing review of your product, telling the world how it made his life immeasurably easier, impressed his friends and led to an overall genuinely happy experience. Using even the most basic of the free tools available, you could pick up on this mention and engage the blogger directly; thanking them and then sharing the link to your wider network.

This is by far the simplest way of looking at online reputation management, but it is definitely not limited to these sorts of activities.

The nature of the Internet and social spaces is that your positive leveraging is limited only by your will.

Our online reputation management course addresses these issues and more. It is aimed at employees and employers who already have some level of experience in digital, and are able to understand the importance of managing a brand in a holistic manner.

We will teach you how to easily and thoroughly monitor the Internet for mentions of your brand, how to react to attacks, and crucially, how to take capitalise on business opportunities through a hands-on approach.  We will teach you about the difference between company and personal branding, and how your actions as an individual can have massive ramifications for your entire business.

Still not convinced? Ask yourself, can you afford not to be?

For more information on this course and others, visit our company profile – click here.   Our team of experts are happy to advise you on which course would suit your needs perfectly.


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